Before you make the investment in radio advertising one of the first things you need to consider is who you are advertising to. This is your target customer. If you do not know who your target customer is, take a step back and re-examine your business strategy. This should be something that you can spit out within.02 seconds of someone asking you who your target customer is. Maybe your target customer is multiple people. If this is the case ask yourself what is it that you want to advertise and who is the target customer for that specific product or service.once you've established this the next three steps should be fairly easy to get through.

Step one: Identify what it is that would drive customers to want the product or service you are offering. When people come to you and actually purchase your product or service what are they telling you? How are they describing the need you fulfilled by offering a product or service? This will be key once to get to the step of creating the actual commercial. The commercial itself will need to address this need.

Step two: Hire someone who knows what they're doing when it comes to writing a commercial. No matter how creative you think you are or how well your writing skills were in high school, chances are you're not qualified to write an effective radio commercial. Believe it or not there is a method to the madness when it comes to writing effective radio advertising copy. A small investment of hiring a radio commercial production company will be well worth it versus you scribbling a few lines down on paper that your employees will inevitably tell you "sounds great", yet your audience will completely miss the point of. Trust me I do this for a living and I've seen some very well-intentioned copy come across my desk from some very charismatic business owners, while the copy may look good it may not work. That is why we do what we do.

Step three: Identify the radio stations that best fits the audience you are trying to reach. This can be a bit tricky if you do not understand the demographics of radio. Just because you like a radio station, does not mean that your audience is listening to it. This is a pitfall that I see hundreds of business owners fall into every year. The business likes a specific type of music, while the target audience is listening to the polar opposite radio station. Ask the company that you had create your radio commercial if they can assist you with the media buy and negotiation with the radio station to help ensure your message gets to the right audience.